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Label:Jonathan Ive and the Apple Industrial Design Team wanted to design a product that was inviting and easy to understand, yet sophisticated enough in appearance to suggest serious performance. The curved, polycarbonate, translucent case, which changes its appearance according to the light of its setting, gives the computer an expressive personality not normally associated with a machine. "With the iMac," said Ive, "a primary objective was to create something accessible . . . almost familiar . . . (and) to combine the familiar with something from tomorrow."